Amazon launching its own virtual currency this May

As Amazon looks to more fully enable game developers through its various online distribution services, the company today revealed its own virtual currency, which can be used by customers to purchase game and in-app items. Amazon Coins can be purchased for the Kindle Fire tablet, and used via the Amazon Appstore. The company says that the new currency will provide developers with the opportunity to drive more traffic to their games, and increase monetization as a result. The initiative will launch in the U.S. in May, and Amazon says it will give away tens of millions of dollars' worth of free Amazon Coins to customers, as a means of tempting users into purchasing more. As usual, Amazon Appstore developers will continue to earn their standard 70 percent revenue share when games and in-app purchases are made using Amazon Coins. Developers who already have apps or games in the Amazon Appstore don't need to do anything to capitalize on this move, as the functionality will be added automatically. Those studios outside of the Appstore who want to get in on the act are advised to add their games before April 25, such that the monetization avenue is prepared in time for launch. More details can be found on the Amazon Dev blog. This is the latest move by Amazon to attract game developers to its online store. Most recently, the company's 'GameCircle' and free-to-play linking were put in place, showing that Amazon is serious about taking on the mobile competition.